Reading through Tumblr's press release

4/10/13 10:16 AM EDT

The following press release is from Tumblr, the social microblogging site that today announced it is cutting the editorial staff it hired last year. The annotations that appear in bold have been added by me:

A year ago, Tumblr did something unprecedented [unprecedented how? what is novel about hiring editors and journalists?] — we created an editorial team of experienced journalists and editors assigned to cover Tumblr as a living, breathing community. The team’s mandate was to tell the stories of Tumblr creators in a truly thoughtful way — focusing on the people, their work, and their stories. The result of this ambitious [was it really ambitious? given your fundraising, it seems like a relatively minor expense] experiment was Storyboard.

After hundreds of stories and videos, features by publishers ranging from Time to MTV to WNYC — not to mention a nomination for a James Beard Award and entries into this year’s NY Press Club Awards — we couldn’t be happier with our team’s effort [then why are you laying them off?]. And as Tumblr continues to evolve, we’ll always be experimenting with new ways to shine light on our creators.

What we’ve accomplished with Storyboard has run its course for now, and our editorial team will be closing up shop and moving on [by moving on, you mean they've been fired. why not say that?]. I want to personally thank them for their great work. And please join us in wishing them well.